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The New AT&T. Delivered.
Source: SO08 Silver Anvil Award
Product Code: 6BW-0702B41
Organization/Author/Firm: AT&T Inc., Fleishman-Hillard
Industry: Telecommunications
Specialization(s): Reputation Management / Transactions - M&A / Brand Management / Advertising Branding
Format: Campaign Case Study (Silver Anvil)
Summary
2007 Silver Anvil Award Winner – Reputation Management / Brand Management – Business (Companies with sales of more than $500 million)
The historic merger between SBC Communications and AT&T Corp. created the nation’s largest communications company – AT&T Inc. – and kicked off a major campaign to introduce the new AT&T brand to a diverse mix of important stakeholders. Following months of research and planning, the communications team orchestrated a series of internal and external announcements and events to generate both excitement and support for the company’s new name, ticker symbol and mark, including 43 logo-unveiling celebrations for employees. The team quickly refocused it efforts to support the most aggressive advertising and brand reputation campaign in the combined company’s history, which continues today.
